Internet Marketing

Internet Marketing refers to the promotion of products and services over the internet. This type of advertising has had a huge affect on many industries throughout the world. It’s hard to say what type of companies have benefited the most from the internet, large companies selling online while consolidating expenses such as branches and staff numbers or the smart mum and dad businesses being able to compete on the big stage with international companies. The key to a successful internet marketing campaign is to have a marketing plan, starting with the selection a domain name through to complex marketing strategies.

Ready to buy

Potential online customers generally follow a distinct pattern whilst deciding on their purchase. Most start by browsing the internet through search engines using broad search terms where they can explore possible products in the market. Once they have decided on their model or type of product, they are “ready to buy” and refine their search to drill down on their targeted product. Many browsers are unaware of this pattern and even when asked some will deny they follow this path. Targeting these ready to buy moments will provide the greatest return on investment for any online marketer.

Geo Targeting

Many traditional trades and professionals can benefit from geo targeting. A perfect example would be an electrician or plumber who only does work in a localised area. More and more people are using the internet to find these types of services in their local district or area. Geo targeting can be focused on a specific country, state, city, district or even a particular suburb to take advantage of local opportunities.

Selling online – E-commerce

As confidence in buying online has grown over the years people are more inclined to order goods over the internet. Online stores better known as e-commerce sites sell almost any imaginable products and can distribute them locally or internationally. The main challenge with developing an e-commerce website is competition and being able to stand out from others in organic or paid search results. In general this type of site must be exceptional or offer something that the rest don’t.

Who are the losers?

There have been many casualties due to the success of the internet and marketing products online. Some of the most obvious industries suffering from the effects of the internet include the music industry, film industry, radio advertising, weekend markets, book stores and many more businesses who can’t compete with cheaper or free versions of their products. Unfortunately it’s a case of “if you can’t beat them join them” and many of these industries are slowly adopting online marketing strategies to recoup their market share.

Disadvantages

The main disadvantage of internet marketing is that customers like to see products first hand before making a purchase. The astute internet user can conduct all his or her research at home and go out into the market educated and ready to buy. The development of video in websites can provide a more realistic presentation of products and services, which can persuade customers to purchase online in the comfort of their home.